Page 356 - Social Media Marketing for Dummies

convenience. For instance, on the iPhone and the Samsung Galaxy S10, you can
make pinching motions on a picture or mobile website to zoom in and out on the
screen. With some games, you can tap with one finger, two fingers, three, or more,
and the number of fingers you use determines what happens. You can even give
commands by shaking or tilting the device.

In a social media context, you can have all sorts of fun playing with these input
and interaction methods and determining how to use them in your social media
program.

The iPhone isn’t the first mobile device, however, to use these types of applications.
The early Palm devices were the first ones to come out with gestures as a means
of user interface shortcuts and data entry.

Fitting Mobile into Your

Social Media Practices

As a marketer, your job is to communicate, deliver, and exchange value with your
audience, and the practice of doing those things with and through mobile devices
is referred to as mobile marketing. Mobile marketing isn’t mystical; neither does it
fall outside the practice of traditional marketing. The definition of mobile marketing
is straightforward: marketing on or with a mobile device such as a smartphone.

Mobile marketing also includes the following:

» Communicating: Imparting information and news about your offerings and
related activities to your audience members: customers, clients, partners,
prospects, leads, employees, advisors, investors, the press, and all the other
people and organizations that play a role in your business, as well as society at
large. Communicating spreads the word about what your organization does
and the value it has to offer.
You probably use any number of traditional and new-media channels (TV,
radio, print, live events, outdoor media, point-of-sale displays in stores, the
Internet, email, telemarketing, social media, and so on) to communicate
indirectly or directly with members of your audience. Direct marketing
communication occurs when you initiate contact directly with individual
members of your audience, as in the case of sending emails or initiating phone
calls. Direct marketing communication also occurs when a customer visits your
broadband or mobile Internet website. Indirect marketing communication
happens when you advertise or present some other form of promotional
message through mass-media channels (such as TV, radio, or print) to expose

340 PART 5 Old Marketing Is New Again with SMM